People sometimes assume market research is just data crunching, but the work is far more varied. Market researchers design studies, gather and analyse data, and turn evidence into insight about what customers need and what drives their decisions. They then present clear, actionable findings to help businesses make better decisions . It’s a job for people who are curious about what makes others tick — and want their work to make a difference.

Here are five reasons a career in market research could be the springboard you need.

 1. It’s all about them

We are obsessed with understanding people – what drives them and defines them, how they make decisions and how brands can support their needs. All companies have customers in some way and being able to see things from their point of view will set you far apart from those who don’t know their consumers at all. It’s the difference between ‘marketing to people’ and ‘mattering to people’.  Quantitative research uses methods such as surveys to collect numerical data and identify patterns; qualitative research uses interviews or group discussions to understand people’s experiences and motivations in greater depth. If you enjoy working with numbers and data, you may prefer the quantitative side. If you’re drawn to listening, asking questions and interpreting people’s perspectives, qualitative research may suit you more. Many roles combine both, so building skills in each can help you see the full picture. 

2. You’ll learn from some of the best

In what other job do you get to work hand in hand with some of the greatest brands in the world? Think Samsung, L’Oreal, McDonald’s, Heineken, to Philips and Volkswagen. As an agency-side researchers you get to work with multiple clients, gaining insight into different businesses, decision-making processes and markets.

3. Your consulting skills will be unmatched

Market researchers do more than uncover insight: they help clients decide what to do next. While we breath insights, we’re changemakers at heart. A big part of the role is inspiring clients to take action based on your research. Learning to bring a presentation to life and advocate for your consumer sharpens your consulting skills, and you’ll become a confident speaker and debater. Presenting your ideas like a pro is something that will benefit you wherever your career takes you. 

4. Immerse yourself in different industries and different regions

Every day there’s something new. We go from FMCG & retail, to travel, to media, to health care and back again…all in one day. You’ll work on global projects, connecting with people from all over the world. Having an understanding of such different audiences will turn you a must have asset for any company. 

5. Be on top of latest social and technological trends

Market research is going at lightning speed, constantly changing with developments in the technological and social landscapes. You’ll be able to discover new tools and methods first hand, but being new to the industry, you also bring fresh ideas and perspectives in this ever-evolving industry. There’s plenty of room at the table to bring your ideas to life and see them grow up. It’s like living the life of an entrepreneur, with everything you need to make it a success.

Now you know – a career in market research is much more than statistics and numbers. It’s about people. We’re the ones getting the world’s best brands closer to their audiences and we’re the ones helping them do what matters. So, if you’ve ever been curious about why people do what they do or why some ads hit home and some don’t…a job in market research might just be your thing. Curious? Check out our latest vacancies.